Should you offer printed brochures or catalogs from your Web site even if they just duplicate the info that's already on your site? According to our Case Studies in both B2B and B2C, people who request print literature on your site generally convert at a higher rate than other lists from leads into sales. However, whether it's worth it to you depends on the cost of printed literature and your profit margins. Worth testing.

Why would someone ask for a printed copy when they can just get it online (or print off pages of your site)? They may want to share info with their work colleagues or family to get permission to spend money, and a "nice" brochure helps. They may want to higher quality pictures of your offerings than the Web can offer sometimes - especially for travel and apparel. They may also just prefer traditional media. Whatever.

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